Sport Celebrities

Question 1

using celebrities needs to fit

Answer 1

• The Target Market
• The Product
• The Brand

Question 2

celeb ads are most appealing to…

Answer 2

gen z (15-20 year olds)

Question 3

factors favoring celeb use

Answer 3

• More Effective with Sport-Specific Products
• Recognition Can Help Cut through Clutter
• Meaningful Recognition Rates for Association between Athlete and Brand

Question 4

aspects of a “good” endorser

Answer 4

Endorser:
-Is a High Achiever
-Has Believability/Credibility
-Is Known
-Is Likable/Popular/Admired
-Is Recognizable
-Provides Ease of Recall
Is Congruent with Target Market
-Is Physically Attractive
-(Provides Prospect for) Continuity

Question 5

celeb and brand relationship should be…

Answer 5

• Sensible and appealing
• Believable
• Appropriate
• Motivating to the purchase decision

Question 6

biggest threat to sports industry according to fans

Answer 6

• athlete conduct

- illegal drug use

Question 7

biggest threat to sports industry according to industry execs

Answer 7

• athlete conduct

- cheating

Question 8

how to respond to a crisis

Answer 8

1. Denial
2. Mortification
3. Evasion of responsibility
4. Reducing the offensiveness of the event
5. Corrective action

Question 9

Reasons for crises occurring

Answer 9

• Audience has more personal involvement in communication experiences via social media
• More access to athletes causes to have greater emotional ties to their teams